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Work Background
PCIDirector of Marketing and Communications
Apr. 2022 - Sep. 2025United States, Westonwww.pcibrands.com
For EyesUS Brand Manager
Jul. 2020 - Jan. 2022Miramar, Florida, United StatesGrandVision is a leading global optical retailer with more than 7,200 stores worldwide and a growing online presence.
⌨ Learn more about our products at: www.grandvision.com As US Brand Manager, I am accountable for managing all aspects of the brand portfolio, including, developing key strategies to evolve the brand identity, optimizing marketing mix, and defining the brand strategy for the US region. To carry out my mandate, I oversee the concept design and execution of brand campaigns and integrated communications initiatives that generate product awareness and drive revenue growth, including: product marketing, market research, consumer insights, CRM, go-to-market plans, merchandising, advertising, social media, consumer promotions, and public relations. Among my accomplishments, I have: ➥ Identified high-priority brand objectives, developed business cases, and allocated company resources into the budget. ➥ Developed a 1-3 year growth plan aimed at growing the brand identity. ➥ Designed a visual concept to optimize brand positioning vis-à-vis the competition; developed a brand book, implemented visual merchandising guidelines, initiated product packaging reviews, and designed new promotional calendars for each product category.
➥ Led multiple store makeovers across 115 US locations. ➥ Directed innovative brand campaigns inclusive of influencer programs, paid search, paid advertisements, and social media takeovers. ➥ Routinely achieved 200%+ DM campaign ROI.
➥ Represented the Global Brand Committee in the US; routinely discovered new brands and licensing possibilities for partnership or acquisition. ➥ Implemented a new store concept in 115 locations, 54 store refreshes, and a corporate office refresh. ➥ Created the company’s History and Eyewear Museum, a game area for employees to unwind.
➥ For Eyes achieved record profitability in 2020 and 2021, since acquired by GrandVision.
Duty Free Partners (DFP)Marketing and Operations Manager
Oct. 2018 - Jan. 2019MIA/San Diego• On October 2018, I was invited to lead, on interim basis, the U.S. DFP Sky Free Shop operations, responsible for the overall P&L.
Duty Free Partners (DFP)Global Marketing and VM Manager - FL - USA
Mar. 2017 - Jul. 2020Doral, FLAs Global Marketing & VM Manager, I developed and implemented a suite of creative marketing campaigns, merchandising initiatives, product plans, and brand strategies that facilitate the achievement of sales, market share, and profit goals. Here are some of the ways I’ve made positive contributions to business growth: ➥ Coordinated multiple CVM campaign installations, optimized merchandising initiatives, elevated the in-store presence, and supported new store openings to achieve established POS goals. ➥ Implemented the ‘Boutique Window’ approach to Duty Free shopping across the US, Colombia, Caribe, Canada and Mexico to drive double-digit growth in traffic and sales. ➥ Averaged 20-22% annual growth in traffic, with a parallel and proportional increase in conversions. ➥ Oversaw and optimized the store concept development process. ➥ Maintained an open flow of communications with airport staff at the management level to align strategies and priorities. ➥ Developed region-specific product strategies and elevated CVM performance by training key stakeholders and evaluating the market to identify strategic opportunities, insights, and intelligence that can be used to enhance in-store sales.
Duty Free Partners (DFP)Purchasing and Merchandising Manager
Mar. 2017 - Mar. 2018Miami, Florida• Soon promoted to lead the purchasing department overviewing all categories to ensure achievement of POS’ business results. Within a year, achieved double-digit growth sales.
Chocoblu DecorCreative Director
Jan. 2009 - Jan. 2017Rio de Janeiro, BrazilI founded and operated a boutique consultancy in 2009 that offers a suite of branding, consulting, marketing, and event design services for a range of B2B and B2C clients across industries. Some of my key contributions include:
➥ Delivered comprehensive business guidance to enhance customer agility and place clients in a position of strength, including: branding, communications, marketing collateral, visual identity, design, and market intelligence.
➥ Led and executed high-impact projects across their lifecycle, from scoping and requirements gathering to delivery and monitoring.
➥ Designed cohesive training programs that ensured client-side teams delivered maximum value for their employer.
➥ Learned the nuances of task prioritization, leadership, and firm decision making.
SenacCorporate Consultant/Faculty Coach
Jan. 2006 - Jan. 2010Rio de Janeiro• As a Corporate Consultant, I provided expert technical consulting to the company’s creative staff to develop professionals with creative, management, and project planning skills. I was also responsible for the training programs focused on closing skills gaps of the company’s staff, resulting in improved performance.
• Some of my notable contributions include: developing operating procedures standards for project planning and design. • Facilitated the creation of cohesive communication pieces and aesthetically pleasing designs.
• Implemented changes to the research and development process to improve the quality of market trend analyses.
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